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Fathom Blog

News & analysis on digital marketing & analytics


Thoughts on Human Marketing

By | January 21, 2014

No, this is not a blog post about human trafficking or celebrity self-promotion, despite the ambiguous title. What’s been catching my eye these days is talk about “being human” in marketing, i.e., using plain English, conversational tones, and storytelling. “Being human” can even extend to visual designs that appear more familiar (as in casually friendly) and non-commercial. Example: A marketing email communication without fancy HTML coding appears less commercial because it’s not slickly designed—and that’s what emails from your friends/family look like (hat-tip to D.J.Read the rest


5 New Year’s Marketing Resolutions for Higher Education

By | January 20, 2014

2013 brought changes to digital marketing by way of the Google Hummingbird update, new social marketing tools, Gmail inbox changes and more. If you missed any of these updates, now is the time to make some changes in your strategy! It’s a new semester and a new year for higher education marketers, so here are five New Year’s Resolutions to help you make the most of your 2014 digital marketing efforts.

Know your audience better

In the post-Hummingbird world, education marketers need to focus on the audience, not the keyword.… Read the rest


The Value of SEO and Quality B2B Content

By | January 20, 2014

As you create your content, it should always be with an eye toward reaping the benefit of organic SEO. After all, if your content doesn’t show up in searches, it won’t matter how useful it is. For B2B companies competing for a relatively small pool of potential customers, this is truer than ever. Your content creators should audit your company’s keyword list to determine which keywords will lend themselves best to the goal of your content marketing strategy.… Read the rest


How Creative, Conversion and Analytics Joined Forces to Reinvent the Fathom® Website

By | January 16, 2014

About one year ago, Fathom decided to focus even more tightly on areas of industry expertise.

At this time, the Fathom website –the most important medium for reaching new customers and generating more sales – was in need of a new identity to reflect our evolving approach, services, areas of expertise and brand identity.

(Cue superhero music) Enter a dedicated marketing team with the sole purpose of promoting and establishing the Fathom brand.


As we began digging into the analytics of the website, we found ways to boost the conversion rate, audience engagement, and overall user interaction.… Read the rest


Maximizing Retail/E-commerce Conversions with Automated Email Campaigns

By | January 16, 2014

In retail, automated email messages triggered by events and consumer behavior typically lead to higher engagement. Higher engagement leads to more purchases or referrals. Whether you are properly welcoming a new consumer, nudging her back to an abandoned shopping cart, encouraging a product review, or just trying to re-engage after a period of prolonged inactivity, email has an answer. The best part? You guessed it: These triggered messages can be automated, saving retailers time/money in the process.… Read the rest

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